A casino is a place where champagne glasses clink, and gamblers huddle around tables in the midst of glittering lights and a palpable buzz. It’s a place where locals and tourists mingle, and it has an energy that can make anyone feel like a million bucks.

But it’s not just the excitement of the games that draws people to casinos — it’s also the unique amenities, events, and entertainment that help them get more from their gambling experience. For this reason, a great casino marketing strategy should prioritize targeting different types of players in order to keep them coming back for more.

For decades, marketers have focused on demographics as a way to predict audience behavior, but these factors have become less useful over time. While age and income are still important indicators, the reality is that today’s casino audiences are more likely to be millennials than boomers or Gen Xers.

For this reason, it’s critical that you understand the needs of your casino’s younger audience if you want to keep them coming back for more. The games and entertainment options that are popular today may not be the same five or ten years from now, so it’s important to know what your target market is interested in. This will help you stay ahead of the competition and boost your discoverability to drive more traffic to your casino.